I thought the below embedded video on landing page optimization was helpful:
There are a lot of before and after screenshots of landing pages with their corresponding conversion increases. They’re always good to watch and gather ideas from. Also, MarketingExperiments.com has more on landing page optimization.
In my experience (for optimizing design) it’s really as simple as the following:
- You need to optimize the users’ eye path. Hint: We read from upper, left to lower, right.
- Make sure your landing page design establishes credibility.
- Your call-to-action button/link needs to be obvious (preferably on the lower, right).
Ad copy on your landing pages is another story, however.